Part-funded by VisitScotland, the £27,800 initiative includes a new website, www.visitcowal.co.uk, which is now live.
The launch featured local divers Shonna Derrett and Mary Galloway emerging from the Holy Loch with trays of oysters, with luxury  catamaran Dualist and former Holy Loch ferry White Heather in attendance.

Cowal Marketing Group comprises many of the businesses with an interest in Cowal tourism. David Marshall of Quadmania said: “The marketing group and website are there to tell people what is here and how they can enjoy it.”

Chair of Cowal Marketing Group, Tjapko Heigelaarm said: “This strategy is specifically designed to capitalise on the ‘staycation’ phenomenon that Scotland and the whole of the UK is currently experiencing.
“We are ideally positioned to significantly increase our tourist footfall and expenditure.”

He added: “There can be no doubt that the target we have set ourselves is challenging to say the least. However, given the determination of everyone involved in this unique action, I have every confidence that this can be achieved. Should this be the case, the whole area will experience a significant financial benefit.”

Scottish Television cameras were at the launch, and a number of travel journalists are visiting the area in the next couple of days.

A Cowal Marketing Group spokesman said: “This part of Argyll has been described as ‘The very best that Scotland has to offer’. A particular strength is the abundance of outdoor activities which include walking, rock climbing, exploring landscaped gardens, sailing, windsurfing, mountain, quad or road biking, archery, clay shooting and more. Cowal offers a wonderful holiday for all the family.”